AccorHotels Brand Book 2017

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AccorHotels has launched a brand book for 2017 that consist all the brands they own and is worthwhile read for all Le Club AccorHotels members too.

AccorHotels Brand Book 2017 CEO

You can find information about their recent purchases that are not yet part of Le Club AccorHotels platform, their distribution systems and their rental properties too that have nothing to do with the hotels.

You can access the brand book here.

READ MORE: Le Club AccorHotels Rate & Bonus Points And Miles Promotions

Here are some tidbits:

It is always worthwhile to read what the PR department has written under the name of the CEO. I am not sure what they mean by this “augmented hospitality” that they use throughout the book?

Brands:

AccorHotels Brand Book 2017 Brands

Look at the number of brands that Accor currently owns. Note that many of these are not part of Le Club AccorHotels.

Worldwide coverage:

AccorHotels Brand Book 2017 Overview

Quarter of the Accor’s room are in France and another 28% in Europe. Only 13% are in the Americas and this would be much smaller percentage without the Fairmont purchase.

Luxury & Upscale

AccorHotels Brand Book 2017 Luxury

Accor then showcases all of their brands in this book. You have to note that HALF of these Luxury & Upscale brands don’t participate to Le Club AccorHotels.

Loyalty:

AccorHotels Brand Book 2017 Loyalty

Then there are few marks about the loyalty program.

AccorHotels Brand Book 2017 Loyalty Members

Seems that the Le Club AccorHotels growth is somewhat inconsistent. From 2012 to 2013 the growth was 40% (from 10M to 14M members, 2013 to 2014 29% (another 4M new members), 2014 to 2015 39% (from 18M to 25M) and then 2015 to 2016 7 million new members and 28% growth (25M to 32M).

There are no 100M+ members. They throw in the numbers from the partnership with this Chinese hotelier.

Conclusion

French certainly know how to do brilliant marketing and fantastic looking brand books. I wish they would be as good implementing these ideas and fixing the non-existent Le Club AccorHotels customer service.

When reading this book, I wasn’t just sure if Accor had clear idea what their core competence/business was or if they had been just throwing money around to see what sticks?

Accor should better clarify their their mid brands and throw out hotels that are not in compliance with the brand standards. I just cannot stay at Mercure hotels at all because you never know what you will get. They are so inconsistent.

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